In Jack’s blog post, “South African chain reaches out to visually impaired with the ‘Braille Burgers,’” the importance of Wimpy’s marketing strategy focuses mainly on their product. What Wimpy did was try to influence customer’s decision by providing a way to differentiate themselves in their burgers. Usually when one thinks of differentiating food products, or burgers to be exact, they would think of changing the recipe, adding a special sauce, or even changing the style of the bun. However, Wimpy focus on burger differentiation in a more creative way by putting sesame seeds on top of their buns to form words in Braille.
I agree with Jack that by doing this, they set themselves apart from their competitors with their societal marketing concept. With only 15 Braille burgers made, they were able to pass their message onto over 800,000 sight disabled people. This was done so that they can let people know that Wimpy is a place where “everyone can feel at home.”
They were able to successfully open a target market where none of its competitors even thought of doing. By being the first company in the industry to do this, they gain product leadership in their burgers and in their Braille menus. This is the stepping stone for raising awareness in sight disabled people through food.
